An NBC Sports spokesman said the average
prime-time price paid by Sochi Winter Olympics advertisers was much higher than the $510,000 per 30-second unit paid by the Mediaocean shops. He declined to give a precise number, but said it was
“well above $600,000” on average.

The Sochi Olympic buys processed through Mediaocean accounted for about $600 million, or roughly 75% of the $800 million NBC says it took in from the
Games.